It’s Not How Big Your Email List Is – Bigger Might Actually Be Worse, Find Out Why
Have you ever heard them? Boasting about how big it is?
Like it matters? Going on and on, thinking everyone’s impressed.
While the people who mystic messenger email guide “get results” sit, comfortably knowing it’s how you use it that counts.
I’m talking, of course, about your email list. What else?
It sounds daft. Of course having more potential customers is a good thing. And if you’re doing email marketing right (or direct marketing or pretty much any kind of marketing right, come to that) you’ll spend quite a lot of time trying to grow your list.
But focusing on how big it is leads you into a marsh of ever-decreasing profits, working harder and harder for less and less gain.
Because you’ll get the wrong type of people on it.
Now, some of this is obvious. But some “marketers” out there are actually daft enough to just try to grow their list willy-nilly.
How does it happen? Well, here’s just one way: if I set up an AdWords advert for my computer books for novices company, I can type in what we do and AdWords will suggest some keywords. Some will be “Computer books”, some “How to buy a computer”, some “how to create a website” and so on.
Some might be relevant – but lots won’t be. If someone has just bought their first computer, they probably don’t want to create a website in HTML and CSS. And if they do want to do that, they won’t be interested in “Computers One Step at a Time”.
But you’re clever (I know this because you’re reading this). So you wouldn’t be so stupid. So can you can skip this section?
No. Because there’s something altogether more subtle at work as well.
The obvious thing is that you want people who are interested in what you sell.
But there are certain people you don’t want:
You don’t want people who are just freebie-seekers.
You don’t want cheap-skates who won’t pay for decent service/products… or people who only buy on price (If you think you’re selling a commodity, either you’re wrong (see my note about commodites in a moment) or you’re going to struggle to market it)
You don’t want cheats who will use your product then return it.
And you don’t want idiots who’ll make it go wrong and blame you.
That’s not all. You also don’t want:
People who don’t have the money to pay for it.
What’s that? How do I know what you want? Fair point, I don’t. Let me put it another way:
If you do want those things, you’re buggered. And you should stop, have a good think and stop wanting them.
Instead you want:
People who can afford what you’re selling
People who would rather pay more for a better product that saves them time or money, makes it easier or just does a better job.
People who pay on time.
Oh, that note about commodities? Here it is:
When people talk about commodities they usually give petrol or milk as examples. This is nuts. When I buy petrol, if I’m filling up my wife’s shopping car, I use whatever cheap petrol is reasonably nearby. When I’m filling up my sports car, I use Shell V Power. You might agree with me or not that I’m making the right decision (I am) but the point is I pay a fair extra margin for it.